[광고심리] e편한세상(영문)

※ 미리보기 이미지는 최대 20페이지까지만 지원합니다.

분야
등록일
페이지/형식
구매가격
적립금

레포트 > 경제경영계열
2010.08.30
9페이지 / docx
1,400원
42원 (구매자료 3% 적립)

자료 다운로드 네이버 로그인

추천자료

[광고심리] e편한세상

[마케팅원론] 대림산업 e편한세상 마케팅 전략

[브랜드마케팅전략] 대림산업 `e-편한세상`(이편한세상)의 성공과 브랜드전략

[기업분석]기술력을 가진 브랜드로서 `e-편한세상`의 브랜드전략

[레포트]교육과정 및 교육평가#1

웅진 코웨이를 통해 본 감성마케팅

자기소개서 80가지 예

[마케팅] 아파트 사업의 마케팅 기법 철저한 분석

[자기소개서]개성있는 자기소개서와 국문자기소개 예제60

★2010년 대기업 입사 합격자들의 자기소개서 85가지 모음★

소개글

[광고심리] e편한세상(영문)에 대한 자료입니다.

1. Introduction

2. Body

2-1. Identity and Characteristic of Brand
● What is 'e-편한세상'? - 'E'xperience the comfortable world
● Effectiveness of capturing consumer attention
● Facilitation of message comprehension
● Activation of consumers' needs -The help of short-term memory rehearsal
● Consumer Persuasion
● Influence brand attitude

3. Conclusion

3-1. Summary of Strength & Weakness of Ad
3-2. Suggestions of Idea

본문내용

● Effectiveness of capturing consumer attention
① Model : No a specified model, No celebrity.
자사제품에 대한 소비자의 자아 관련성을 높이기 위한 방법 중 하나인 '표적소비자와 유사한 모델'사용 (One method of increasing the self-relevance of its products for consumers is a using models who are similar to target consumers.)
▶Good
Among principle of Gestalt psychology, 'Figure and ground' explains focal elements that receive the most attention are product whereas model refers to the background elements with minimal attention. Rival companies are likely to because they use celebrity who is popular figure. However, e편한세상’s ads doesn’t’t have a specified model(There are just a large of people who are similar to target consumer). So consumer can focus on product.
Especially, ‘진심의 시세’ ad that is the first of ‘진심이 짓는다’ series said that apartment value is not gorgeous of model but comfort of home. e편한세상 hope that consumers know 'Overshadowing effect' (that celebrity's strong individual character rather hide product) is not real.
In addition, according to 'source credibility', consumer who has high involvement has more doubtful in advertisements model than consumer who has low involvement. Apartment product is high involvement product because consumers give deep thought to buy it. Consequently, apartment ad would rather focus on specific information than model. e편한세상 take specific aspect from apartment value. That is parking space, barrier-free, low energy and environmentally friendly technology.
▶Bad
According to 'Classical conditioning theory'(relation 'pleasant feeling&favorable attitude toward celebrity/spokenperson' with 'pleasant feeling&favorable attitude toward product'), a favorable feeling for celebrity attractions and a frank image which were known to the mass of people is paring to brand image when advertisement execution.(This could be adapted to the effect of endorsers on attitude formation. the image, behavior, and values of the endorser must be compatible with the image desired for the advertised brand. For example, 하우젠 advertisement model Kim yu-na.) Other rival companies gain this strength whereas e편한세상 don’t have model effect. Therefore, e편한세상 image somewhat can fall down as compared with the other company.

② Novelty - Stimulus Determinants of Attention
Unusual and unexpected stimuli attract consumers' attention through 2 series of TV ads.
- Wall pad : e편한세상 begins advertising domestically for the first time, attaching wall-pad.
- Barrier-free : ⓐ Copy 『 '장애물 없는 생활환경' 아파트 최초 인증 』
ⓑ Difference of changes is highlighted by the orange line

Inconvenience of stairs removing the stairs,
The narrow gap of sidewalk extend sidewalk widely,
The height difference between increase speed bumps
Sidewalk and speed bumps adjust the sidewalk

③ Series of ads : prevent wear out effect caused by repetition
When we execute ad campaigns, there are a few important considerations - unity/ consistency/ correlation. To prevent 'Advertising wear out', they executed 7 series TV ads, while maintaining the core massage, '진심이 짓는다'. It deals various concepts (convenience/energy saving/eco-friendly, etc.)
※ 진심의 시세 ※ 진심은 눈에

#광고심리 #e편한세상 #한세상 #심리 #영문

오늘 본 자료

오늘 본 자료가 없습니다.

이 분야 인기자료

이 분야 신규자료